Frequently asked questions
Which UTM parameters are required?
Convention treats source (where: instagram, klaviyo, google), medium (how: social, email, cpc) and campaign (why: spring-sale) as the working minimum — most reports are useless without all three. Term and content are optional refinements for paid keywords and creative variants.
Should UTM values be lowercase?
Yes, always. Analytics tools treat "Instagram" and "instagram" as two different sources and split your data between them. This builder lowercases values by default so a campaign never fragments over capitalization.
Do UTMs affect SEO or should internal links use them?
Never put UTMs on internal links — they reset the visitor's session attribution and can create duplicate indexed URLs. Use them only on inbound links from external placements: emails, ads, social posts, partner sites.
Why do spaces and special characters break UTM links?
Unencoded spaces and symbols truncate the query string in many chat apps and email clients, silently dropping your tags. This builder percent-encodes every value (spaces become %20 or hyphens) so links survive copy-paste anywhere.
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